It was only a matter of time before TikTok Inc. ventured into the restaurant business.

Partnership with Virtual Dining Concepts

On December 17, the video-sharing platform announced a partnership with Virtual Dining Concepts to launch delivery-only TikTok Kitchen locations across the country, starting in March. Food and recipe videos have become an integral part of the site’s programming, with clips garnering millions of views.

The Rise of TikTok’s Popularity

With over one billion people worldwide using the platform monthly, it’s no surprise that TikTok is expanding its reach into the restaurant business. The company’s popularity can be attributed to its engaging content and vast audience. As co-founder Robert Earl says, "You have a platform with a billion viewers monthly who are constantly engaged, as the numbers show. It’s the first time there’s a brand like this out there – an audience of hundreds of millions of people."

Virtual Dining Concepts’ Success Story

Virtual Dining Concepts has successfully backed celebrity and non-celebrity restaurants, most notably MrBeast Burger. Launched in fall 2020 by YouTube star Jimmy Donaldson, MrBeast sold one million burgers in three months, with over 1,500 locations now operating in the U.S., Canada, and the U.K.

Expansion Plans

Earl foresees success on par with MrBeast, planning to open approximately 300 TikTok restaurants across the country for the launch. By the end of 2022, more than 1,000 locations are expected. Among the restaurants that TikTok Kitchen will operate out of are national chains owned by Earl, including Buca di Beppo and Bertucci’s.

Menu and Pricing

The TikTok Kitchen menu will be based on the app’s most viral food trends. Baked feta pasta, which was ranked the most-searched dish of 2021 by Google, will be featured along with pasta chips – cooked pasta shapes coated in cheese and air-fried – a smash burger, and corn ribs made from peeling off sections of corn and coating them with spices and Parmesan.

Earl confirms that prices will be "comparable to other Virtual Dining Concept brands," with a MrBeast burger starting at $6.99. The menu will change quarterly to start, with opportunities to add viral dishes if they continue to gain traction.

Revenue Distribution

In a release, TikTok stated that it would devote its profits from the restaurants to support promising culinary talents on the platform and the creators of the menu dishes. However, it remains unclear how TikTok will determine the authorship of certain viral dishes or what revenue it expects to generate and distribute.

TikTok’s Investment in Culinary Development

The partnership between TikTok and Virtual Dining Concepts is an investment in the development of the culinary industry. As Earl says, "I’m doing it as a business; TikTok are doing it for the development of that category. It’s an investment in their business."

MrBeast’s Brick-and-Mortar Venture

In an unusual move for virtual restaurants, MrBeast is planning to open a brick-and-mortar spot. The location has not yet been announced.

Conclusion

TikTok’s entry into the restaurant business marks a significant expansion of its reach and influence in the culinary world. With its vast audience and engaging content, TikTok is poised to revolutionize the way people experience food and restaurants. As the partnership with Virtual Dining Concepts continues to grow, it will be exciting to see how this collaboration shapes the future of the culinary industry.

Share Your Thoughts

Join the conversation by sharing your thoughts on TikTok’s entry into the restaurant business. What do you think about this development? Do you think TikTok Kitchen will be a success?

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